Mission Foods to become title sponsor of NHRA in 2024

Mission Foods has been named the title sponsor of the NHRA’s premier professional series, which will be known as the NHRA Mission Foods Drag Racing Series beginning with the 2024 season.

The multi-year professional series title partnership will be in full swing starting next year as the NHRA celebrates its 73rd year in 2024, and comes after a first-year partnership between the two companies this season. Mission Foods and the NHRA partnered together this year for the Mission #2Fast2Tasty NHRA Challenge, introducing competitive racing — as well as a bonus purse and bonus playoff points — to Saturday qualifying. The overwhelming success of the current program helped lead to the expansion of the series title partnership for Mission Foods, which will include significant activation at the track and nearby store locations for all 21 national events.

The Mission #2Fast2Tasty NHRA Challenge will return in 2024 as part of the growing partnership, increasing to 14 regular-season events, including the two four-wide races, and offering an increased purse. The series title partnership and the Challenge continue Mission Foods’ overall motorsports initiative to help racers and race teams.

“This is a huge opportunity for us to keep connecting with fans while supporting motorsports in a major way,” said Mission Foods CEO Juan Gonzalez. “There’s nothing better than race weekend, and we are proud that Mission Foods will become the official title sponsor of the NHRA Drag Racing Series.”

As part of the title series partnership, Mission Foods — the No. 1 tortilla company in the United States, which also manufactures a variety of authentic Mexican products — will also be fully integrated at all NHRA Mission Foods Drag Racing Series events and will have a strong presence on the midway, on social media and digitally and as part of every NHRA on FOX broadcast. The partnership will also include NHRA activation at retailers annually and in-market prior to each national event.

“Mission Foods has already shown such great passion for NHRA drag racing and giving back to racers, and to now have them become our new entitlement sponsor is an incredibly exciting moment for the NHRA and our race teams,” NHRA President Glen Cromwell said. “They were a tremendous partner last year, introducing the Mission #2Fast2Tasty NHRA Challenge that changed the landscape of our race weekends, and we’re thrilled to see that relationship continue to grow on an even bigger level.”

Mission Foods replaces Camping World as title sponsor but “the World’s Largest Recreational Vehicle Dealer” has signed a multi-year extension of its partnership with NHRA to continue to be the Official RV, RV Dealer and Outdoor Supply company of the NHRA and will receive prominent media programming, including commercials and enhancements during the NHRA on FOX broadcasts, digital advertising, robust social media integration, and strategic on-site brand placement.

Story originally appeared on Racer